Why your business isn’t growing on social media


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We don’t need to tell you the obvious. You know how important a social media presence is to grow your business. You know not to post too much promotional content, to plan ahead, and to keep your channels active and consistent. You know what to avoid.

But what do you do when you’re following all the right steps and still hit a plateau in your growth?

A social media plateau occurs when whatever you’re doing is stale. If you’ve been following the same social media strategy for an extended period of time then eventually you will stop seeing follower growth, or rising engagement levels.

Here are a few ideas to give your social media presence a boost


Be human

Just because you’re representing a brand doesn’t mean that you can’t show your human side. People don’t like it when you hide behind your brand. They want to see faces, know who they’re talking to, and get a feel for the personalities behind your company. It’s so much easier for people to connect to other people than for someone to connect to a faceless business. Making your brand a little more human will make you appear more trustworthy and approachable, and increase customer loyalty.


  • Sign off your social media replies with your name. “Thanks for getting in touch Joshua, we’ll keep you updated – Meg”
  • Use ‘I’ instead of ‘we’
  • Post pictures of the team in the office doing fun activities to show off the company culture
  • Create Instagram stories about specific members of your team
  • Utilise the LinkedIn account of your CEO as opposed to the company page



Put more effort into customer service

Did you know that people are 30% more likely to recommend a brand if they receive a response to a query on social media? Great customer service can go such a long way to building a closer relationship with potential and existing customers. Put in the effort and you’ll see growth both online and offline.


  • Monitor your social media channels closely – aim to respond to all queries within 30 minutes or less
  • Form a rapport – aka – don’t talk like a robot (unless that’s actually your brand’s tone of voice)
  • Respond quickly, even if it’s just to say that you’ve acknowledged their message and will find them the answer



Get to know your followers even better

There should be no limit to how far you research your audience. You should be able to answer every question under the sun when it comes to your followers. What content do they like? What’s their sense of humour? Are they looking for informative content? Which types of content do they enjoy; videos, gifs, polls, etc.? Who else does your audience follow and why?


  • Don’t just check on your analytics but really make an effort to understand them; find the patterns
  • Don’t just test how people react to your brand, but see how they react to other brands too – what kind of content do they regularly retweet?

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Point the finger (at your social media)

When you’re trying to run a business, your priority will always be your customers; finding new ones, and maintaining existing ones. But when you’re oh so busy sending the people you chat to online over to your website, remember that it’s also beneficial to flip this and direct website visitors to your social media accounts. You might have a potential customer who is ‘umming’ and ‘ahhing’ a little as they browse your website. If they head to your Twitter page and have a scroll, they’ll get a much deeper understanding of what your brand is all about. They can also get in touch with you easily through social media (a space where most people feel pretty comfortable doing so) and if they do give you a follow they’ll be more likely to be loyal to your brand in the future.


  • Add social media icons to your website
  • Encourage people to chat with you over social media at any opportunity (at the end of a blog for example)
  • Have your most recent Tweets appear on your website
  • Send people to your other social media accounts from social media accounts (e.g. plug your Instagram page on Twitter)



Sweat the little things

Tesco had the right idea when they said ‘every little helps’. Every minuscule detail about how you handle your social media presence could contribute to whether somebody decides to follow you, purchase from your company, or unfollow you.


  • Check on your channels regularly – have a read through your pages and make sure there are no typos, that all content is displaying correctly, and that all the links work
  • Make an effort – if somebody leaves a comment; reply. If somebody shares your post; thank them
  • Set up Twitter lists to make sure you’re regularly engaging with key accounts


Do have any tips for taking your social channels to the next level? Let us know over on Twitter at @ContentCal_io

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